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Oct

28

2014

Landing Page Best Practices

Inbound Marketing

Nurturing and converting leads over the internet is primarily accomplished using landing pages. Initially, businesses would simply direct their visitors to home pages of their websites and follow up from there. It worked just well and some still use the strategy.

However, wiser businesses have now realized the benefits of creating a special page meant exclusively for business and promotional material. This is what is called a landing page.

According to HubSpot, companies who increase their landing pages from 10 to 15 can realize a 55% increase in leads. That’s how important landing pages can be to inbound marketing.

What makes a great landing page?

It is recommended that you create a new landing page for every new offer you make and new campaign you run. But equally important is making each landing page capable of capturing as many leads as possible. So how do you do this?

Get to the point as early as possible

One thing about internet users is that they hardly read through a whole page in search of information. What they do is “forage” for the information. Their eyes simply fly past the content until they find what they are looking for.

A great landing page is one that positions such information strategically so that it’s easily found. Get straight to the point, use clear headers and sub-headers, use bullet points, and emphasize points using italics and bold text.

Position your logo strategically on all landing pages

It is important that your visitors know where they are right from the word go. To do this, ensure that your logos are placed strategically on every landing page. The logo doesn't have to cover half the page or be the focal point, but it should still be pronounced enough so that people can quickly associate them with your business.

Revisit your formatting

In guiding the visitor to complete the conversion, consider the ease with which they move from one step to the next. You may have got to the point early which is good, but sometimes it takes just a long block of text, or the right image in the wrong place, to turn away a lead.

Contrasting colors make your CTAs pop out of the main page

Make it easy for the visitors to see where they should complete the action by using contrasting colors. Complementary colors are another good option. For example, if the rest of the landing page comprises blue and white hues, the “download” button could be colored in yellow so that it stands out.

NO visual clutter

The perfect landing page blends attractive, relevant images with text in a way that improves aesthetic appeal. However, past HubSpot’s A/B tests indicate that too much over-the-top visual content contributes very little towards lead conversion. In fact, it has in many cases distracted visitors resulting in loss of leads. They also increase page-load time which is known to drive away visitors. So keep your visual content to a minimum.

Include social proof

Give your visitors a point of reference. If you have case studies or testimonials, put them out there for all to see. Consider pulling comments or tweets from customers who have downloaded or purchased your product in the past. If possible, throw in some data on the number of people who have already downloaded.

These are just a few of our favorite landing page tips... include additional suggestion in comments below!

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